Maaza Tree grabs eyeballs in Kolkata

Recently, Maaza, one of the brands under the umbrella of Coca-Cola India, came up with an OOH campaign, with the tag line, 'Maaza lao. Aam ki pyaas bujhao.' The latest brand positioning is based on the fact that unlike mangoes, Maaza is available round the year

Recently, Maaza, one of the brands under the umbrella of Coca-Cola India, came up with an OOH campaign, with the tag line, 'Maaza lao. Aam ki pyaas bujhao.' The latest brand positioning is based on the fact that unlike mangoes, Maaza is available round the year.

As part of the outdoor campaign, a hoarding near Alipore Zeerut Bridge in Kolkata has been transformed into a Maaza tree. Made out of fibre and thermocol, the bark of the tree has an LED cut out displaying the tag line. Artificial leaves, which cover an area of approximately 450 sq ft, have been placed on the upper portion of the hoarding. Around 40 tetra packs of Maaza hang all over the green area of the tree.

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The innovation has been ideated and executed by MOMS, the OOH specialist agency of Coca-Cola India. The agency accomplished the execution of the whole structure in 10 days. The campaign started on March 25 and is expected to continue up to May 25. Based on the response to this innovation, Coca-Cola will consider the possibility of taking it to other cities as well.

Maaza became available in tetra packs last year as Pocket Maaza. MOMS had executed an innovation back then, where a huge canvas pocket was fabricated on a billboard.

Over the last few years, Kolkata seems to have become a preferred location for various brands for OOH innovations. Shuvanu Chaudhury, account head, MOMS tells afaqs!, "Kolkata is an outdoor-friendly market that offers a plethora of media vehicles, including traffic consoles, billboards and large-size unipoles. A legitimate market makes it easier for us to offer a variety of solutions for the clients. Executing an innovation like this will not be as easy in metros like Delhi and Mumbai, due to regulations."

Avinash Pant, director - still beverages, Coca-Cola India, says, "Kolkata is an important market for Pocket Maaza. We have seen encouraging responses to our marketing initiatives on the pack from that city in the past. Hence, we have done this innovative OOH initiative in the city. The Maaza Tree, bearing Pocket Maaza tetra packs, strengthens Maaza's association as the provider of the most authentic mango experience."

According to beverage industry experts, the total juice market in India is pegged at 600 million cases, of which only 60 million cases form the packaged industry. The rest comes under out of home consumption. About 85 per cent of the packaged industry comprises mango-based juices, nectars and drinks. In 2008, this segment grew by 25 per cent.